客户关系管理的研究现状、不足和未来展望

Customer Relationship Management: Current Situation, Weakness and Future Research Directions

本文认为,企业实施客户关系管理的动因主要有顾客角色的变化与交换双方权力的转移,超强竞争环境,营销管理重心的转变以及互联网等通讯基础设施与技术的蓬勃发展等四个方面。目前客户关系管理研究中的主要问题是狭隘地理解客户关系管理,仅仅将其看作是一种管理软件;顾客权益的内涵尚不明确;尚未找到一种能够平衡顾客价值与企业价值的绩效评价方法;对顾客知识的研究基本空白等。文章还指出了未来客户关系管理研究的四大主要领域,即顾客权益合理内涵、评价方法与驱动因素及其在CRM中的应用;顾客价值的内涵多维动态评价体系、创造机制与驱动因素;顾客知识管理模型与数据挖掘技术的运用以及价值导向型客户关系管理的实施流程与竞争能力等。

This paper explores systematically the true motivations for firms to implement customer relationship management based on extensive literature review and the experiences of firms in the implementation process of customer relationship management.Furthermore,the connotation and current situation of customer relationship management in research and practice are discussed and major limitations are identified. Then much attention is paid to three building blocks,customer equity,customer value and customer knowledge, of customer relationship management to outline a new landscape for customer relationship management and future research directions to bridge current gaps and align customer value with shareholder value.